A proposal for company market expansion scheduled for completion by Research Paper

A proposal for company market expansion scheduled for completion by 2023 - Research Paper Example It is an American company with its headquarters in Stamford. The company offers both hotel and leisure services. Some of the properties owned by the company include spas, resorts, vacation properties and hotels. More over, the corporation owns and operates franchises (Great Britain & British Oversees Trade Board, 2004). Background information of the Starwood Hotel and Resorts Starwood Hotel is an effusive incorporated owner, worker and franchisor of hotels. The company was initially established by the real estate investment firm called Starwood Capital. The intention of the formation was to take advantage of the tax break. Frits Van Paasschen is the current CEO. The Starwood Hotel and Resort Company have a chain of brands spread across the globe. They include Westin, Sheraton, W Hotels, St. Regis, Le Meridien, Aloft and Element. The company has over 1,134 properties in over 100 nations (Gibler, Gibler, & Anderson, 2010). Moreover, it has a global employee capacity of 154,000. Starwoo d enjoys massive marketing and customer retention through its program â€Å"Starwood Preferred Guest†. The program allows members to redeem points for services offered such as room stay and flights. It is imperative to note that the luxury hotels and resorts incorporated in the Starwood Company offer unique and authentic experiences that evoke lasting memories. Moreover, for any global voyager, the collection offers an entrance to the world’s most exhilarating and attractive destinations (Gibler, Gibler, & Anderson, 2010). The luxury hotels and resorts have exceptional and cherished appearance of the location, native charms and treasures. Starwood hotels and Resort Company embrace cultural diversity. This is the sole reason as to why it has extensively established across the globe. The company sustains an associate and clientele base as diverse as the globe’s population. The diverse brands spread all over the world give Starwood a distinctive cultural identity w hich accommodates diversity. This trend of operation embraced by the company’s management as created distinctive appeal in the global market. It is factual that, expanding the operations of the company to the United Arab Emirates may not be faced by cultural based complication (Hudson, 2010). This practice has enhanced the company’s objective of inclusion of people of all races with diverse political, economic and social backgrounds. Indeed, the culture of diversity in Starwood Hotels & Resorts, Inc. is further enhanced by unique blending and mining of the associates’ talents from across the globe. The top management commitment to ensure cultural diversity is enhanced in a shared responsibility with the chain of associates spread globally. According to the company’s interests, the Starwood intends to reduce the socio-cultural gap among the employees drawn from across the globe. This kind of integration satisfies the company’s values of internationa l cooperation and amalgamation (Hudson, 2010). This practice remains the key motivation to the success of the numerous centers of the company located all over the globe. Literature review The new market in the United Arab Emirates The extent and enormity of how much the UAE has developed in nature, predominantly in the last decade, is exemplary, even beyond the international standards. This tremendous expansion in political, social and economic areas has put the UAE in the